Pier59 Studios Debuts Its State-of-the-Art Virtual Production Stage at NYFW Opening Party Designed and Integrated by Original Syndicate

Pier59 Studios debuts New York City’s newest and largest virtual production stage at NYFW Opening Party, designed and integrated by LA and NYC-based studio innovation company, Original Syndicate.

The Pier59 Studios Virtual Production Stage represents the latest in cinematic and television production technology. This stage provides brands, agencies, and content creators unlimited creative freedom to express whatever they want, in any place they can imagine, at any time of day, night, season or year. And compared to traditional location-based productions, this technology is more sustainable (ESG) and offers unparalleled flexibility and efficiency in shooting dynamic content, with higher quality output, lower costs, and increased speed to market.

“We see this stage as another leap forward on a 30-year continuum of innovation at Pier59 Studios,” said Steve Baum, project lead at Pier59 Studios. “We’re eager to showcase the fullness of our virtual production capabilities at Pier59 Studios with some of the top brands and producers in the industry.”

Original Syndicate joined forces with Planar Systems (premier display provider) and disguise (leading experience production software and powerful media server hardware provider) to design and integrate Pier59 Studios advanced virtual production stage configuration. Original Syndicate brought its decades of experience in live event, concert and touring, and broadcast  productions to deliver an array of cutting-edge technology solutions in building-out and launching this spectacular stage.

“Through a combination of advanced real-time image rendering technology, in-camera visual effects (ICVFX), and real-world practical set elements and live actors, virtual production merges the traditional elements of filmmaking with the advancements of modern technology, leading to new and exciting possibilities in the world of media content creation,” said Marcus Bengtsson, Original Syndicate CTO

Pier59 Studio’s Virtual Production stage consists of a 65-foot by 18-foot curved LED wall and an articulating 40-foot LED ceiling with a total pixel count of more than 25 million pixels. The powerful video playback and rendering system generates colors at a 10-bit color depth (billions of colors) using HDR (High Dynamic Range) technology in combination with Original Syndicate’s best-in-class color calibration workflow, ensuring that the most vivid colors, darkest shadows, and brightest highlights are captured and reproduced with unparalleled realism at a stunning 4K resolution.

“When you see the composite of real actors and set pieces mixed with VFX in-camera in real time, you quickly realize that there’s no better way to shoot high quality content today,” said Ben C. Roth, Original Syndicate co-founder and principal, “We’re proud to say that the virtual production capabilities at Pier59 Studios present a significant opportunity for leading agencies and brands to do more quality work faster and more efficiently than ever before.”

With virtual production techniques, producers, directors, and creatives of all types can easily control the time of day, the season, the weather and the location (either real or imagined) all while realizing:

  • Cost savings: By using virtual sets, props, and characters, filmmakers can reduce the need for expensive physical sets and props while saving on location fees and travel.
  • Increased control: Filmmakers are able to see the final result in real-time as they are shooting with adjustments and changes able to be made on the fly, without having to wait for post-production.
  • Creative flexibility: Filmmakers can create digital environments that would be impossible or too expensive to create in real life providing greater creative freedom and the ability to generate new and innovative visual effects.
  • Decreased waste: Virtual sets are more ESG friendly, producing less material waste, less CO2 emissions, require less travel, and demand fewer human production hours and related costs.

“As a disruptive technology, Virtual Production is comparable to the digital photography revolution of the late 90s. By delivering significant cost savings, while providing incomparable creative flexibility and quality control, Virtual Production is going to radically change the way Fashion and Advertising content will be produced,” saidFrederico Pignatelli, Pier59 Studios Founder and President. “In simple terms, instead of going to a location to shoot, we bring the location of choice into our Studios in a realistic and fully immersive context. In comparison Virtual Production can even bring deeper market changing conditions than the recent digital revolution as a natural advancement of it. I am very confident that the Fashion and Advertising Industries will rapidly evaluate and adopt this considerable technological advancement and fully embrace it.”

Pier59 Studios will celebrate this launch on Wednesday, February 8th starting at 7pm. Previews of the Virtual Production capabilities can be scheduled by appointment only.


Founded in 1995 by Federico Pignatelli and his Art and Fashion Group Corporation, Pier59 Studios is an 110,000 square-foot premier photography and multimedia studio located at Chelsea Piers in New York City. As the largest photography facility and multimedia complex in the world, the space is equipped with state of the art technology and accommodates the needs of photographers, designers, advertising agencies and television production companies. Pier59 Studios features eleven column-free studio spaces, including a 5,400 square-foot sound stage constructed for live performances, special events, video and commercial projects. Nine studios are conceived for both natural and artificial lighting and are equipped with movable retractable walls to allow for full flexibility and modularity of their unique column-less spaces, to allow for all production needs.


Based in Los Angeles and New York City, Original Syndicate operates around the world, bringing together high-tech studio solutions with an advanced real-time workflow. Original Syndicate was founded in 2020 to enable the boundless potential of creators through the power and innovation of production by delivering high quality technical and design services to clients and partners everywhere. We believe that everything we do across virtual production, broadcast and streaming, and live event productions should contribute to a brighter, more sustainable world.

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